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For the new website, our designers reduced the amount of lines and boxes to create a cleaner look. Overly ornate font styles were discarded in favor of more uniform ones that display better in smaller point sizes.
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When redesigning the product page we moved information not directly related to the jewelry’s customisation into tool tips. A calculation for monthly installment plans was added. The height of this section was reduced to keep more clickable elements visible on smaller laptop displays.
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Grouped categories in more orderly boxes, removed flowery language, and removed buttons where they were not needed.
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The original menu listed items in a way that did not take into consideration what would be helpful for users. For example, the new ‘Engagement Rings’ menu did away with the metal type and gemstone as selectable. Primarily, people buy diamond engagement rings and metal type is something that can be customised on the individual product pages.
What people are looking for is the design and karat size.
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On the old design, payment methods were displayed at awkwardly large sizes. These payment methods are not uncommon and did not warrant so much attention. The language translation links at the bottom were also removed because the company is not serving markets where those languages are spoken.
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